Or, to turn that around – the LEGO brand can be relevant for pretty much any audience that you can reach digital. Pretty much any audience out there is relevant for the LEGO brand. It comes down to how we prioritize audience. There’s almost this pop‑cultural saturation of LEGO content that we’re now looking at and saying, “How can we do that too?” For example, it’s one of these fan‑generated stories of taking the brand and developing the content that now is becoming a strong means for us to engage audiences, and to do it in a meaningful way that is entertaining and not just about selling a product or a service.Īlong the lines of targeting an audience, are there particular channels within digital that are working for you, or that intrigue you? Stop‑motion films, and hobbyists are doing all of this stuff and sharing it with other fans. I think, that comes from the fact that there have been generations of people who’ve used LEGO material to create content on their own. ![]() But I think that the LEGO brand lends itself well to becoming content, and not content that feels commercial, but content that feels authentic and engaging. ![]() It’s probably easy for me to say, sitting here at this brand with the opportunity that we have in front of us. So, I think we’re all excited to be able to explore what a digital activation can look like for both brands.Ĭan you see the advent of the LEGO “channel,” if you will – this new level of engagement with the consumer that has to do with the brand getting in and becoming the content? Any time we do air LEGO content on Cartoon Network, the correlated ratings that they see are strong. It’s a cross‑section of cross‑generational appeal that intensifies when you put the two together. That’s both with the kids and with the adults who are watching the programming and also engaging with LEGO play. That’s one of the things that is exciting about the Cartoon Network program- we know that so many kids are deliberately going to because they’re fans of the programming that they see on the network.Ĭartoon is great about promoting their website as well as providing engaging activities on the website – so to be one of the first brands that they choose to bring into their web portal without associated television programming is a huge honor for us as a brand.īut I think that, over time, we’ve seen that the crossover between the Cartoon Network audience and the LEGO audience is significantly strong. They don’t quite know how they’re getting to the content, but they know what they like, and what they don’t like, and they expect it everywhere. We even see that kids are saying, “I’m not sure how I found this, but it’s pretty cool, and I watched it.” The idea of having one website that you invite people, entertain and engage them, doesn’t seem to be enough anymore. And they’re not just LEGO kids, but all kids and the expectation that content is available to them wherever they are, and in an accessible and portable way on all of their platforms. It’s all being driven by the data and the research that we do with kids today. We have our digital plan, what’s our special stuff that we have going on?” -That’s the next question. MM: In some ways, that’s probably the question that everyone is trying to figure out right now.Ī year or two ago, we all acknowledged, “Digital is an emerging outlet for reaching, in particular, kids, with different LEGO messages.” But now, it’s the must‑have as in: “OK. According to Turner, the LEGO partnership marks one of the largest digital partnerships for the Turner-owned and operated site to date, creating the first-ever branded content portal on featuring an outside brand.Ī: Overall, when thinking about strategic planning for marketing at LEGO, where does digital fit in? ![]() is the Americas (North America and Latin America) division of The LEGO Group, a privately-held firm based in Billund, Denmark.Ĭ recently announced a branded, ad-supported section that will host video content and games that feature seven (7) LEGO brands. ![]() Mike McNally is Brand Relations Director at LEGO Systems.
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